busting the myths of marketing automation
TRANSCRIPT
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Busting The Myths of
Marketing Automation
With You Mon Tsang
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What Is
Marketing Automation?
#VocusWebinar
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Audience Survey
What is the state of your marketing efforts?
– Great. Killing It.
– Good (can always be better, right?)
– Fair. And needs to be better.
– Not good. Needs a big makeover
– Just starting…
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Audience Survey
What is the state of your marketing efforts?
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Audience Survey
Do you use marketing automation?
– Yes, it’s working well
– Yes, but it’s been slow going
– No, but plan to use it.
– No, and no current plans.
– What’s marketing automation?
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Audience Survey
Do you use marketing automation?
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What is Marketing Automation?
A marketing automation system is a system that helps marketers execute multichannel marketing campaigns by providing a scripting environment for authoring business rules and interfaces to a variety of third-party applications.
Source: Gartner http://www.gartner.com/it-glossary/mas-marketing-automation-system
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What is Marketing Automation?
A marketing automation system is a system that helps marketers execute multichannel marketing campaigns by providing a scripting environment for authoring business rules and interfaces to a variety of third-party applications.
Source: Gartner http://www.gartner.com/it-glossary/mas-marketing-automation-system
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Let’s Try That Again
Marketing automation finds you new business by
• centralizing and automating your marketing
tasks across multiple channels,
• giving you insight on who your contacts are and
what they do, and
• collecting and calculating the data on what
worked well and what did not.
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Marketing Automation
Works
#VocusWebinar
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Marketers say:
• Increases revenue: 79%
• Drives higher quality leads: 76%
• Increases quantity of leads: 77%
*Source: Gleanster Benchmark Report 2013: Marketing Automation
Marketing AutomationConfidential
Works
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75% of companies using marketing
automation see ROI within
12 months
44% see ROI within
6 months
Research shows…
*Source: Focus Research
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% of Companies Using Marketing Automation
4%
$5M - $20M
9%
$20M - $500M
36%
$20M - $500M
48%
Technology Industry
COMPANY SIZE
Using Marketing Automation
Not Using
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Your Painsand how automation helps
#VocusWebinar
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Marketing without automation
• Continual repetition of tasks
– Pulls a daily list of sign ups
and creates and sends
email.
• Manual and time consuming
• Extra step of creating new
emails daily
• Email analytics are
fragmented
Campaign to promote an upcoming event
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Marketing without automation
• Untimely follow-up
• Waits until registration is
over, pulls a list of all
signups, creates and sends
the email.
• Registrants get their
follow up email days
after they signed up
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• Lack of personalization
• Everyone receives
the same email
Marketing without automation
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Marketing without automation
• No visibility into contact
inactivity
– Marketer only knows
who signed up
• Not where they dropped
off
• Can’t send targeted
follow-ups to
non-responders
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• Manual transition to sales
– Marketer downloads a file of signups and
sends to sales, who uploads & cross
references with existing customers.
• Manual and time consuming
• ALL new names are treated as leads
• Pass to sales happens after a single
touchpoint
Marketing without automation
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Marketing without automation
– Marketer learns about
contacts through
participation
– Without
automation, that
intelligence cannot be
retained for future
marketing
• Contact intelligence is not retained
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Why buyers look for with automation
• Increase Marketing team’s efficiency
• Improving customer’s experience
• Nurture Leads
• Generate Leads
• Closed-Loop Reporting
• Integrate sales and marketing
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Audience Survey
What are YOU looking for?
– Increase Marketing’s team efficiency
– Improving customer’s experience
– Nurture Leads
– Generate Leads
– Closed-Loop Reporting
– Integrate sales and marketing
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Audience Survey
What are YOU looking for?
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So What’s Stopping Us?
Busting Myths
#VocusWebinar
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Top Evaluation Criteria1. Price/cost of ownership
2. Product integration [CRM, etc.]
3. Ease of use/learning curve
Top Obstacles1. Budget constraints
2. Lack of skilled employees
3. Poor contact database quality
4. Lack of content
5. Complexity of automation software
Source: Pepper Global
Buying Obstacles
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Audience Survey
What is your top obstacle to using marketing
automation?
– Budget constraints
– Lack of skilled employees
– Poor contact database quality
– Lack of content
– Complexity of automation software
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Audience Survey
What is your top obstacle to using marketing
automation?
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MYTH: I need to hire dedicated
technical resources
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TRUTH: Not Anymore
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MYTH: I need lots of creative types!
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TRUTH: Not As Much As You Think
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MYTH: I need a statistician
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TRUTH: Just a smart person or two
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MYTH: Automation Only Processes
Leads; I Don’t Get New Ones
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“Marketing automation
[is moving] beyond its
original role in lead
management to help
attract new leads at the
top of the funnel.”
- David RaabMarketing automation industry analyst
TRUTH: TOP and bottom of funnel
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MYTH: Automation Is Just A Tool; I Am
On My Own For Content Creation
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Audience Survey
How big a challenge is content creation for
you and your team?
– One of our biggest challenges
– One of many normal-sized challenges
– It’s not too bad
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Audience Survey
How big a challenge is content creation for
you and your team?
One of many normal-sized challenges
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TRUTH: Marketing automation helps
with content marketing
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MYTH: Automation Makes Me Less
Creative and Turns Us Into Machines
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TRUTH: Expect a creative explosion
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MYTH:
Marketing
automation
is for the
Fortune 500
company.
The rest of
us cannot
afford
marketing
automation.
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TRUTH: Affordable automation is here
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MYTHS: “Marketing Is Art” or
“Marketing Is Science”
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Audience Survey
Is Your Marketing More Art or Science?
– More Art
– More Science
– A Good Balance
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Audience Survey
Is Your Marketing More Art or Science?
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TRUTH: Of course it’s both.
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Next Steps
#VocusWebinar
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Top Planning Criteria…
• Need to work existing leads. Or generate
new ones?
• Which marketing channels are most
important? Social, email, web, search…
• Power vs Ease of use. Or what is the skill
set of your team?
• Plan for the first 24 months of investment
(software and people)
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Thanks for attending!
#VocusWebinar @vocus
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The Vocus Family
About VocusVocus is a leading provider of cloud marketing software that helps
businesses reach and influence buyers across social networks, online and
through media. Vocus provides an integrated suite that combines social
marketing, search marketing, email marketing and publicity into a
comprehensive solution to help businesses attract, engage and retain
customers. Vocus software is used by more than 120,000 organizations
worldwide and is available in seven languages. Vocus is based in
Beltsville, MD with offices in North America, Europe and Asia. For further
information, please visit http://www.vocus.com or call (800) 345-5572
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